Marketing Plan

MARKETING PLAN 1

Institution Affiliation

SPORTYglam&nbspis a multinational entity thatdeals in the design and manufacture of sports apparel. The companyhas its headquarters in Jersey City, New Jersey and is considered tobe one of the leading firms in the industry in the United States. Thecompany was founded in the late 1990s. Initially, it was known asBackrock before changing its name to SPORTYglam.&nbsp

The company provides various products to itsglobal clientele. These products include sports apparel such as theHolman Tracksuit and Traceroute Boots that were first manufactured in1998. The company also provides a broad range of clothing items forboth male and female. These include jackets, leggings, track pants aswell as t-shirts. The company is also ranked as the largestmanufacturer of sports bras in the United States. Another productportfolio that the company has excelled in over the years is runningand lifestyle commodities. The company also offers nationalassociations with uniforms. It is one the largest suppliers offootball kits to schools within United States and Mexico. This paperwill develop a marketing plan for SPORTYglam&nbspbyanalyzing the business environment, the primary target markets, thegoals and the company’s SWOT analysis.

Environmental Analysis

A business environment refers to the internal andexternal factors that affect the operations of a corporation(Hiebing, Cooper &amp Wehrenberg, 2012).The internal environment can be managed by a business by developingeffective internal control systems whereas the external environmentis beyond the supervision of the firms (Hiebing, Cooper &ampWehrenberg, 2012). As such, they are expected toadapt to the dynamic external environment to stay in business. Thefactors that affect the operations of SPORTYglam&nbspinthe business climate include are divided into political, economic,social, technological, environmental, and legal frameworks(Balakrishnan, 2012).

The political context refers to the existingpolicies that have been implemented by the governments of the stateswhere SPORTYglam&nbsphas a presence. As amultinational entity, the company operates in several states thathave diverse rules on specific factors that influence the operationsof the enterprise (Hiebing, Cooper &amp Wehrenberg, 2012).For example, the taxation rules vary from one state to the other, andas such, SPORTYglam&nbspshould ensure thatthey have adhered to the expected standards per country.

On the other hand, economic factors relate tochanges in the financial and fiscal policies that have beenimplemented by the regulatory authorities. For all business entities,investment decisions are based on the economic performances of thecountries, and as such, SPORTYglam&nbspshouldventure into countries that provide favorable market conditions.Moreover, the company operates in several countries, and its incomerevenue is likely to be affected by changes in the currency exchangerates. The management should ensure that basic guidelines have beenset by the business to cater for any changes in currency rates(Balakrishnan, 2012).

The social environment relates to the associationbetween a business organization and its operating environment(Ferrell &amp Hartline, 2014). It iscomposed of the consumers and the employees. As an internationalfirm, SPORTYglam has promoted ethicalpractices by engaging in corporate social responsibility ventures.Moreover, through employment, the company improves the standards ofliving of people.

An important element in the changing businessenvironment is the integration of advanced technology (Ferrell&amp Hartline, 2014). In a highly competitiveindustry such as the sports apparel, there is an increased likelihoodthat the rates of redundancy of products are high. Companies areinvested heavily in research and innovation to stay ahead of thecompetition and develop products that meet the preferences of thecustomer base. For example, SPORTYglam&nbsphasbeen credited for leading innovation in the sports industry by suinga particular type of fabric to manufacture the sports garments. Thematerials used have the ability to regulate the body temperature byretaining a considerable amount of heat. This ensures that theathlete is productive for a longer duration since limited heat islost from the body (Balakrishnan, 2012).

SPORTYglam&nbsp, like all multinationalorganizations, have developed strategies of operations aimed atreducing pollution of the environment through the adoption ofecological-friendly practices. Another factor that extensivelyfeatures in the environmental business framework is thesustainability of the production process of the company (Ferrell&amp Hartline, 2014). Finally, carbon emissionsand the introduction of carbon credits as well caps on trade are someof the variables that influence the operations of businesses (Ferrell&amp Hartline, 2014).

The legal environment of a business refers to thelaws, rules, and regulations that have been implemented by a businessorganization for the purpose of ensuring fairness (Ferrell &ampHartline, 2014). They include labor laws andwelfare programs. SPORTYglam&nbspmustadhere to the legal framework of the countries in which it operates.

Primary and Secondary Targets of the Company

The company’s main goal is the sports industrywhereas its secondary objective is the development of accessories.This is because of its main competitor, Nike, continues to dominatethe US market. On the other hand, the company aims to be the globalmarket leader of the sports garments. It has integrated the 4Ps ofmarketing by determining the price, promotion, place/location, andthe quality of products (Ferrell &amp Hartline, 2014).On the other hand, the 5Ps of marketing have incorporateddecision-making to the company, customers, collaborators, climate,and customers (Ferrell &amp Hartline, 2014).

Short-term and Long-Term Goals

The short-term purpose of the company is tocounter the influence of Nike. Its long-term target is to be theleading player in the sportswear apparel industry.

Measurement of Short-Term and Long-Term Goals

The performance of the company can be determinedby analyzing various marketing metrics (Baaghil, 2013).Website contents highlight the specific needs of the clients thatvisit the company’s online platform. Market share, on the otherhand, will examine improvements in the financial position ofSPORTYglam. Customer engagement reflectsthe extent to which a firm will go to ensure that the needs of theclients are dealt with appropriately (Baaghil, 2013).

SWOT Analysis

SWOT analysis is a form of business evaluationtechniques that deal with the identification of strengths,weaknesses, opportunities and threats that may curb the developmentof a business organization (McLeish, 2011).Strengths and weaknesses of a business are determined by the controlmechanisms that have been established internally by the management ofa company. On the other hand, the opportunities and threats arecaused by the external environment (Baaghil, 2013).

Strengths

SPORTYglam&nbspis one of the leadingmanufacturers of sportswear and can benefit immensely from itsposition. The company has a global presence and operates in more than200 countries. This means that has a relatively huge market base.Additionally, the company has an extensive list of product linesthereby facilitating the availability of variety to its clientele.The company’s products are used in various sports such as football,basketball, and athletics. Over the years, SPORTYglam&nbsphasfocused on performance development and integration of technology inthe production process. Sponsorship of major sports events such asthe Olympic Games and FIFA World Cup has promoted the company’sbrand.

Weaknesses

Despite being one of the leading manufacturers ofsports garments in the United States, SPORTYglam&nbsphasstruggled to replicate its influence in Europe. It has a limitedmarket exposure in that continent. Additionally, the management has alower budget for advertisement, and this may inhibit promotionalactivities. The company does not have an efficient advertisingagency. There have also been complaints concerning the customerservice provided by the corporation.

Opportunities

SPORTYglam&nbsphas a high opportunity to expandits operations in the international market through new retail outletsand e-commerce. Additionally, the demand for technologically advancedproducts has provided the company with a chance to increase itsmarket base due to its prowess in innovation and integration oftechnology in its production process.

Threats

SPORTYglam’ main competition is Nike. The latterhas a comparably larger market share in the United States and hasinvested heavily in marketing activities. There has been an influx ofother players in the sports apparel industry such as New Balance,CAT, GAP, and Reeboks. The new entrants have increased theiradvertising portfolios thereby posing a threat to SPORTYglam.The global economic turmoil that was experienced between 2008 and2009 also affected the profitability of the firm.

References

Baaghil, S. A. (2013).&nbspPower of belonging: A marketingstrategy for branding. Place of publication not identified:iUniverse Com.

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Balakrishnan, A. (2012).&nbsp#CONTENT MARKETING tweet: 140bite-sized ideas to create and market compelling content.Cupertino, Calif: THINKaha.

Ferrell, O. C., &amp Hartline, M. D. (2014).&nbspMarketingstrategy: Text and cases. Mason, OH: South-Western/CengageLearning.

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Hiebing, R. G., Cooper, S. W., &amp Wehrenberg, S. (2012).&nbspThesuccessful marketing plan: How to create dynamic, results-orientedmarketing. New York: McGraw-Hill.

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McLeish, B. (2011).&nbspSuccessful marketing strategies fornonprofit organizations: Winning in the age of the elusive donor.Hoboken, N.J: Wiley.

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